Sessions

Improving the environmental sustainability of the food supply chain, including the research of alternative protein sources such as insect-based foods, is a main driver of contemporary food science. However, environmental benefits can be hindered if the acceptance of innovations is limited by consumer risk perception and food safety concerns, which fundamentally determine purchasing decisions. Although the European Union has authorized the marketing of certain edible insects as novel foods, consumer reactions show high variance, and different patterns can be identified among specific consumer groups. Understanding these differences is crucial for assessing perceptions and attitudes toward insect-based foods, which justifies further investigation of the reasons for acceptance and rejection.

This study analyzed the responses of an in-person survey conducted on a nationally representative sample of 1003 Hungarian adults by gender, age, and location. The research aimed to identify consumer groups with different perceptions of insect-based foods, focusing on food safety risk perception. Descriptive statistics, K-means cluster analysis, and analysis of variance (ANOVA) were applied to compare consumer knowledge, trust, safety perceptions, willingness to consume, and expected enjoyment.

Results indicated that willingness to consume insect-based products remains low in Hungary, with only 6.58% indicating definite openness. The cluster analysis revealed three distinct profiles: "Knowledge-based safety seekers" (43.39%), "Local product trusters" (34.17%), and "Skeptical uncertains" (22.44%). The groups differed significantly in food safety knowledge, the evaluation of product labeling importance, trust in local products, willingness to consume, and expected enjoyment. The study provides empirical evidence of diverse domestic consumer reactions. The findings contribute to understanding the role of knowledge, trust, and perceived safety in evaluating new food alternatives, while providing a basis for future target group-specific research.